True. Ad blocking is also a stance against advertising per se. Reasons to block ads that may come before the tracking issue for a lot of people. In no particular order:

- Plain dislike of ads

- Miss targeted ads are (even more) annoying

- Malware

- Getting rid of visual clutter (from an aesthete's perspective)

- Irrelevance

- Browser speed

- Attempt to remove distraction

- Boycott / meaning harming a particular organisation’s finances

- A combination of those

- …

But tracking awareness is growing and resistance understandable. As users profiling grow, their liberty decrease.